Cultural Realms - Rossitza Ohridska-Olson's blog about the business of cultural tourism

Country Branding From A Global Cultural Tourism Perspective

A comparison between different countries based on Future Brand Country Branding Index (CBI) and the Anholt-GfK Roper Nation Brands Index  (NBI)

Finally my (im)patience is generously rewarded: the Country Brand Index of Future Brand is here. That, on the top of the 2009 edition Nation Brands Index (NBI) by Anholt-GfK Roper, made me jump of joy. They encompass information, which will be my  “food for thought” for the weeks to come. You might say that I am partial to the CBI, since I was one of the experts for the 2009 edition. In fact, I will try to prove that I see objectively both Indexes as sources of very valuable information. This combined  “sea of knowledge” for professionals like me, is precious when it comes to create strategies for tourism development and destination management.

Both in NBI and CBI confirmed that the undisputed winner is the United States of America, thanks to its charismatic President Barack Obama. As per the geographies of the top 10 countries, in both indexes the winners are the European Countries: five out of 10 countries in the CBI are in Europe, and 6 out of these taking the highest positions in the NBI.

Otherwise the two Indexes vastly differ in their methodology, results and approach. Nevertheless, I am happy because in spite of their dissimilarity, they have one goal in common: to serve as a departing point for increasing countries’ brand equities. Both Indexes are the most valuable resource for policy makers, DMOs and travel companies in their efforts to convert their countries in more profitable destinations. I will continue to post my views and analysis from the global cultural tourism perspective on this blog. For the moment, I have in mind 6 parts, which are:

Part Two: Economy and Country Branding
Part Three: History, Arts & Culture and Country Branding
Part Four: Countries Tourism Brand Aspects
Part Five: Country Brand Trends – detected common trends and differences
Part Six: Conclusion: The overall value of the Country Brand Index and Nation Brands Index for cultural tourism strategists, destination management and travel practitioners

The information used in this reports comes from copyrighted materials by Future Brand and Anholt-GfK Roper.

To download the Country Brand Index Executive Summary, please click here or visit the official Index website.

To download the Nation Brands Index, please click here or visit the official website of Simon Anholt

A slide share presentation on the main findings:

Country Branding From A Global Cultural Tourism Perspective

View more documents from Rossitza Ohridska-Olson.

The Thracian Civilization – the best of cultural tourism country branding for Bulgaria

Laying on a crossroads between the East and West, the South and North, Bulgaria was always considered a multicultural country. Seven civilizations - the Thracian, the Greek (Hellenic), the Hellenistic, the Roman, the Byzantine, the Bulgarian and the Ottoman left magnificent monuments, sites and treasures visible in every corner of the country.

From these civilizations, the Thracian one represents the most stunning cultural discovery for foreigners visiting Bulgaria. No country in the world has more monuments and treasures left from this mysterious culture and people, who occupied the modern lands in Bulgaria, Romania, Serbia, Macedonia, Northern Greece, Turkey up to Moldova and Ukraine during millennia.

The Valley of the Thracian Kings, the gold and silver treasures from Vulchetrun, Rogozen, Kosmatka, and Panagyurishte, monuments, sites and other artifacts, are witnesses of glory of kingdoms, mystic rites and fierce wars. They are also the biggest attractions for tourists.

Yet, the country struggles and encounters difficulties to “find itself”, its own image, its own line of positioning. See why I believe that the cultural tourism branding for Bulgaria should be focused on the cultural heritage of the Thracian Civilization.

Future of the travel industry

The most famous country brand firm, Future Brand invited me to be part of the expert panel discussing different aspects of country branding for their Country Brand Index 2009. Without reveling the content and the findings of their index (Download Cbi-2008), I decided to post my vision on the travel industry development for the upcoming years. In spite of economic crisis, pandemic threats and terrorism fears, I believe the travel industry will continue to strive, although some business models will shift. The profile of the traveler will continue to shape towards a real global citizen and this will drive greater tourism demand. See what are the five trends I believe will constitute the essence of this future.

On the photo: Stara Zagora Regional Museum of History new building. Photo credit: Rossitza Ohridska-Olson 2008